Overview In this role you lead CRM deployment (Email & SMS) across US and Canada and partner with cross-functional teams to embed CRM within omnichannel marketing. You will shape audience strategy through first-party data, segmentation, and personalization, driving measurable impact on campaigns and investments. As the CRM subject matter expert, you will educate stakeholders and translate data insights into strategic recommendations. This position offers growth toward leadership in digital marketing, audience strategy, or data strategy within a collaborative, data-driven culture.
Compensation / Benefits- hybrid work model (4 days in office, 1 remote)
- Total Rewards program with competitive salary and incentives
- health, dental, vision, 401k with strong employer match
- paid time off, holidays, wellness incentives, EAP
- employee resource groups and volunteer opportunities
- on-site amenities and brand-focused events
Responsibilities- Lead CRM deployment from creative briefing to execution for US & Canada brands
- Develop and promote CRM principles (Email & SMS) across the region
- Act as enterprise CRM expert, driving consumer-first marketing through stakeholder education
- Partner with eCommerce, Brand, Media, Shopper Marketing, Data & Analytics, and agencies to integrate CRM into omnichannel strategies
- Advance personalization via segmentation, journey design, testing, and lifecycle marketing
- Deliver measurement frameworks and insights to guide optimization and investments
- Lead test-and-learn initiatives for Email and SMS and scale best practices
- Own CRM health and deliverability, including email reputation and inbox placement
- Collaborate with Media and Digital Marketing to translate audience insights into cross-channel activation
- Contribute to audience and data strategy initiatives (first-party data collection, governance, segmentation, activation)
- Evaluate and recommend martech/adtech tools that connect CRM, CDP, and digital media ecosystems
Key requirements- 5-8 years of CRM experience on the client side or at an agency
- Experience with CRM, marketing automation, audience activation, and CDP technologies
- Knowledge of CRM technology and data-driven marketing with ability to translate insights into business recommendations
- Experience developing audience segmentation, personalization, and lifecycle marketing strategies
- Understanding of email deliverability, IP warming, sender reputation, inbox placement, authentication, and compliance
- Understanding of privacy regulations, consent management, and US/Canada Email/SMS compliance (asset)
- Proven ability to influence diverse stakeholder groups across Brand, Media, Shopper, Analytics, Legal, Technology, and agencies
- Strong quantitative, analytical, and measurement skills; ability to present to senior leadership
- Strong presentation and storytelling skills; ability to simplify complex data for non-technical audiences
- Ability to navigate ambiguity, challenge priorities, and drive alignment across teams
- Curiosity and continuous improvement mindset; data-driven approach to marketing activation
- Experience leveraging first-party data for CRM, paid media, and broader digital marketing activation
- Familiarity with digital marketing ecosystems (paid social, search, programmatic, identity resolution, data governance, CDPs)
- stakeholder influence
- strong communication and storytelling
- collaboration across cross-functional teams
- CRM technologies
- marketing automation
- customer data platform (CDP)
